M.IMM.2151 - MENA Customer Immersions
| Project start date: | 01 July 2020 |
| Project end date: | 30 June 2025 |
| Publication date: | 23 January 2024 |
| Project status: | In progress |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle, Sheep, Goat, Lamb |
| Relevant regions: | International |
Summary
The customer immersion experience is about taking the time to connect key stakeholders to the True Aussie brand; listen to our stories; understand the Australian experience by participating in it, and at the same time, allow MLA to get closer to customers to build longer-term sustainable demand for Australian beef and lamb. This was done by conducting online and in market educational activities with industry (importers, food service and retailers) to promote Australian beef and lamb's positive points of difference through immersions and educational academies; and identifying key food industry influencers for an ambassador program to advocate and communicate the positive attributes of Australian beef and lamb.
Objectives
This project covers the reporting period of 2020 – 2025 and addresses the following International Markets priorities for the MENA region:
Priority 1: Build brand equity for Australian red meat amongst targeted consumers.
Priority 2: Develop ‘educated ambassadors’ (staff, customers, media and influencers).
Priority 3: Deliver trusted and high quality insights (up and down the supply chain).
More information
| Project manager: | Sam Gill |
| Contact email: | reports@mla.com.au |
